The campaign seeks to deliver a significant increase in the numbers joining the NHS Organ Donor Register (ODR). It will be delivered by a consortium comprising an advertising agency, a communications planning agency and a PR agency.
The COI has invited Abbott Mead Vickers BBDO, M&C Saatchi, Rainey Kelly Campbell Roalfe/Y&R to pitch for the ad business. PHD, Manning Gottlieb OMD and Carat are in the running for the communications planning. The shortlisted PR agencies are Red Consultancy, Consolidated PR and Munro & Forster.
Henrietta Joy, director of communications & public affairs at NHS Blood and Transplant, said: 'While 90% of the UK population say that they support organ donation, the majority of them (64%) have not yet signed up to the NHS Organ Donor Register.1 This campaign will focus above all on motivating these people to join the 16 million who have already pledged their organs for transplant after death.
More than 3000 transplants took place in the UK last year, the highest number on record, but about 1000 people - 3 a day - still die every year waiting for this life-saving procedure. We need to talk more openly about organ donation in this country, not just as the extraordinary act of altruism which it represents, but also as a usual event,' she added.
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